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Why are gluten free Europe underdeveloped market for us? Google Data December 8 is used to view what they want …
INTRODUCTION
The concept of the GFP array was developed to understand what constitutes the characteristics of a mature market without gluten and how different communities approach to search for gluten-free products. This article explores the differences between Australia and the U.S. and the key to the European communities.
So far in the investigation of the markets had a relatively straight line trend in the matrix of GFP gluten development countries free market. That is, countries in the early stages of the detection of celiac disease had a relatively low number of related search gluten (per capita celiac population) and a low% of their searches without gluten dedicated to a group classified as "gluten free generic 'searches. The group usually the second highest celiac related to one or two terms to take most of the searches. The other groups are often a much smaller proportion of top 50 searches.
Group Composition:
- Generic GF products: This group search terms involving the word and gluten are generic, such as gluten, gluten free, gluten free, gluten-free meals
- Gluten Diet: These are terms that are related to specific aspects of gluten-free diets: gluten-free diet, celiac diet.
- Without Gluten recipe: Terms such as gluten free recipes, gluten-free recipes, yeast, gluten, wheat-free baking
- celiac related: These are terms related to information about the disease, such as celiac disease, celiac, gluten intolerance, gluten allergies
- Free Wheat: Terms such as wheat free, wheat gluten, wheat allergy
- Locations: gluten-free shops, gluten-free shops, restaurant gluten free
- GF specific foods: gluten-free bread, gluten-free pizza, gluten free cake, gluten-free muffins
It was the theory that the high percentage of the generic search that was due to higher levels of market development (high search in relation to population) that increase the number of generic searches. This is because they have found that in a developed market, gluten products web site tend to be free "one stop shops" where you can search for specific articles within the site.
While most communities Europe show a very low gluten related search and so are very undeveloped / no diagnosed – the low search generic group rule of proportion does not hold true for many European countries studied. This may be due to a very low rate of search there is a high volatility and heterogeneous patterns Search for local long-term celiacs, newly diagnosed celiacs and foreign. In these communities, an amendment to the rule is that the high% of searches generic can still exist in countries in search of low, since the generic% total increase in the group, so does the% of one or two terms generic core within the groups are looking for, which is part of the expected trend Matrix GFP.
The trend also continues is true that in communities with high value premium search tends to be a high level of generic searches search followed by celiac group. And each group tends to have a word or two high one or two general terms that dominate the group.
This does not necessarily apply to Russia because of their low values of search Raw may be artificially inflated by its small market share and penetration of Internet Google search set very high. Relatively high search in a small population of search can be attributed both to those newly diagnosed gluten voracious seekers diagnosed or an established group – noting that there a strong relationship between the Russian speaking English and Russian search profiles-speaking community.
ABSTRACT
Compared to the previously analyzed countries, communities of Europe were very closely grouped in the Matrix of GFP. While the% of 'gluten free generic' terms ranged from 30% to about 90% dropped all within 0.2 to 0.8 searches (adjusted) for celiac by rank of the month – except for the United Kingdom and Russia. The communities generally lower celiac search terms neither have enough to complete the search term Google's cut of 200 terms.
While a value of a search for celiac a month may seem low, consider that potentially only 10% to 20% of celiacs are diagnosed even in highly developed countries, and those who have been diagnosed with perhaps only 50% or less regularly search for gluten-free terms. This could mean that even for the fit (values given increase market share and penetration Google Internet) search the calculated values celiac search values could be only 10% of the current search current values average celiacs. For example, an adjusted value of 2.2 (diagnosed and undiagnosed) 'celiac searches per month "for the United Kingdom could celiac amount to 10-20 searches performed each month actual average current CD cases.
In the analysis, searches were adjusted market share and penetration of Internet Google to estimate the number of dividing celiac population (per 100), searches a month in two communities in most European countries – in the local language and English. In the two highest% generic search term community group, Germany and France, speaking communities English uses open phases, such as' and gluten free "and" gluten free "instead of the standard 'gluten free' sentences that local communities language used.
The UK had the second highest for celiac Note "to Europe at 2.2 (adjusted) celiac searches per month. This is almost three times than any other community studied in Russia. It also reinforced the Rule of GFP that countries with high tend to have celiac search a high percentage of gluten free generic group, and in particular one fifty-nine generic very dominant.
Google RUSSIA has a very low market share and low Internet penetration. But when raw gluten-free searches are adjusted for this, the combined value of Russian search celiac, Russian and English speaking communities, had a value similar to celiac search Australia and the U.S.. On a community basis, "Russia – Russia Speaking ', had the highest celiac search of any country or community so far analyzed.
Russian-speaking English was A total of 101 search terms on 244 000 in December 2008, while Russian, Russian-speaking, there were only 23 More than 360 thousand searches. To the Like Mexico and Brazil, one of the most eloquent of Russia gluten-free market was a comparison between specific gluten-free food its local (in Russian) community and English-speaking community. The Russian-speaking community was very important to search for food staples such as bread gluten free, gluten free cake and cookies. By comparison, English Russian-speaking community had considerable relatively searches: pizza, beer, cakes and muffins.
For South American countries discussed above, it is speculated that looks on especially for basic foods in communities suggests a relatively low economic status, while searches for high on luxury items such as Beer and pizza have been sought by celiac longer term richer within a community. While 'cakes' high scores in both communities Russia is often considered as a social / family gathering need, rather than a luxury item. Once again, it seems that the community of English in Russia to search for more affluent than the country's principal dwelling – Russian-speaking Russians. There may be a correlation between learning to speak English, English-speaking or being "foreign" and higher economic wealth in Russia.
DETAILED ANALYSIS OF THE EUROPEAN COMMUNITY
Kingdom United
The largest group in the United Kingdom (English) was the group of 10 gluten-free generic terms that comprises 51% the top 50 searches. Of the 376 thousand consultations in this group the first two terms of gluten and gluten composed 89% of searches.
The group celiac was the second highest group at 26% of search volumes and his four terms, celiac and celiac disease 94% of the volumes.
wheat free group was the third highest group. His five terms made up 12% of the top 50 searches or 86,000. The vast majority of this group were search: "wheat free" (49 500) and "wheat gluten" 14 800 searches. This is consistent with the standard of good practice agricultural matrix "high prevalence of simple search terms" in focus groups – in communities high in search celiac. "
The group occupies the fourth place was the Specific foods without gluten "and its terms, 13 made up 7% of the 50 volumes. The first two terms of bread were related (19,800) and the gluten-free cake (8100).
GERMANY
Germany has a rate very top of searches on the generic category, however, also has the lowest total number of searches by people of any community analyzed in Europe. German-speaking and English speaking communities in Germany are also linked communities closest of any country. This suggests a close homogeneity of languages in the gluten-free community in Germany.
German is spoken throughout the country and English is taught in many schools at both languages should be relatively the same number of searches, and they do.
GERMAN, English Speaking
Has 80% of the search terms in the generic group. The second highest category is the gluten diet, and that only 8%. In the generic group There are 18 terms accounting 70 000 55 000 search top 50 searches. But instead of generic terms such as gluten, gluten free food etc, the two main terms are:
"And without gluten" (27 100)
"Without gluten" (18,100)
This suggests that these terms were part of some search that may have included a specific search term, such as bread wheat, etc, but was not defined by data from Google.
GERMAN, German-speaking
English Germany had a very similar profile to the profile of German-speaking. This is very different from the two language profiles for Mexico and Brazil discussed in the previous investigation had a very different searches for different languages. The difference in this case perhaps if the Germans are German or English speaking, their economic situation is similar, and so things are looking very similar.
Interestingly, not only English is spoken widely in Germany, the number of terms Search gluten is actually greater than the German search. search for German in Germany only had a total of 75 000 for a total of 40 terms. Of these 83% of generic search terms were gluten. HOWEVER, unlike the English searches, they did find the most generic standard gluten free as' gluten free ', rather than convoluted and gluten-free' terms. The second highest group in this community was gluten-free diet "with two terms representing 6% of the top 50 searches.
Of specific foods without gluten was the most popular Avena (2900).
FRANCE
The proximity of France to Germany could suggest a similar search profile and this is the case. Along with Germany, France has the highest% gluten free generic searches within all communities so far analyzed, almost double the amount gluten free searches per capita compared to Germany. That said, both countries have almost the least number of searches for the developed world (Less than 0.2 searches per month).
FRANCE, English Speaking
The FRANCE-speaking community English is almost exactly the same profile and the highest number of terms such as Germany speaks English. De 91 000 50 most searched term gluten-free generic accounted for 69% (63 000 searches). The first two terms are:
"And without gluten" (27 100)
"Without gluten in "(18,100)
The second largest group of specific foods without gluten in 8% of the top 50 search volumes or 7000. Of these six terms, the three largest were: high-gluten flour (3600), and the gluten free pizza dough and gluten free brownies – 1900 searches each.
FRANCE, French-speaking
This group was very similar to German, German language, in which the gluten generic group terms represented 86% of the top 50 searches or 139 000 of 167 000. Also their main terms are the same as Germany, German-speaking gluten search period were 110,000. The term was the second highest as well as English speaking German, "and gluten-free" (27 100)
As France, speaks English, the second largest group was the specific group without gluten. In 7% of this group represented 11 000 ten-seater searches. The three terms are: "High-gluten flour '(3600),' rye free 'and' gluten-free oatmeal '- 2.900 each.
It should be noted These terms are specific food staples instead of luxuries or food for events such as cakes or cookies, etc.
ITALY
This country was analyzed for the people who speaks Italian and English. While Germany and France have low search per capita of the population and a very high proportion of gluten generic searches, Italy had more generic search terms, but a% relatively few generic terms 50.
English Speaking ITALY
The generic group gluten was only 32% of the searches of 50 terms. This is equivalent to the first 26 000 84 000 50 searches. Although the proportion of gluten generic search is low, there were 18 terms in this group. The conditions were very evenly distributed in the number of search with the two main ones are: desserts gluten free (s) (9000), with 2,900 searches of gluten meal and breakfast each. This means that the top three search terms were not found standard in other communities as' gluten free 'and' Gluten Free. "
Most second and third groups were gluten-free diet (8 search terms 29%) and "specific meals GF '(5 terms 18% top 50 searches). The group of gluten-free diet was dominated by three four five terms word instead of the basic terms such as diet gluten found in U.S. and Australia.
The food group GF specific, like France, was also largely dominated by staple foods: muffins (4400), flour (3.600), oatmeal (2900).
Speaking ITALY Italy
This had a more 'wait'% generic food group was 65% (66 000 of 103 000) But the 14 terms were dominated again by the words that seemed to pending applications:
And gluten-free "(27 100)
"Gluten free" (18,100)
"Gluten" (8100)
The group's second highest was "specific GF foods, "whose eight terms comprised 16% of top 50 searches. The two highest terms were gluten-free cookies (12 100) and 'flour high gluten "3600.
The third highest group was "GF places. It is composed of 22 terms 12% of the top 50 searches (12 000 searches). The group had a long tail of low volume with the first three terms that are "gluten free at restaurants," 4400; "gluten free york '2900 'non gluten London 1600. "
SPAIN
If a search value Celiac is generally low at 1.2 (English and Spanish speaking). The 131 terms accounted for 158 000 records, with the participation of Google and the relatively low Internet use is equivalent to a setting value of 532 000 searches.
SPAIN, speaks English
With generic search terms accounting for 39% of the top 50 searches, this was one of the lowest values found for the European community base. The first 50 terms consisting of only 71 thousand searches. While the group had 17 generic terms, the top term gluten-free desserts (s) was only searched for 9,000 times.
As was the trend of several other European countries with low per capita search celiac second largest group of Spain, speaking English was specific foods without gluten. Seven terms accounted for 21% of the top 50 searches. The three highest terms were free muffins gluten (4400) high gluten flour (3600) and "gluten free oatmeal (2900).
As in Italy, this community had a rather high proportion of gluten-free searches in a group with his four terms that represent 18% of the top 50 searches. The top two searches were: gluten free restaurants in '(4400) and "gluten-free shops (4400)
SPAIN, Spanish speaking
This community had only 28 gluten searches related to accounting for 91 000 searches. In complete contrast to the Spanish community Speaking, the main category of generic group accounts for a large 75% of searches (50 000 for "gluten").
The second, third, fourth and fifth groups are around 6%. Of greater interest is the specific food group has seven terms, with the two main ones are: flour high gluten (3.600) and gluten-free oatmeal (2900).
RUSSIA
Of all countries analyzed so far, Russia (in Russian and English speaking) had the highest adjusted gluten-free searches per capita of the population. Although Google Russia only has about 25% market share with your local Yandax gain more share of 60%, estimates of analysis taken into account. This is the low participation of Google along with very low Internet penetration (23%) that causes the combination (in Russian and English speaking) The volume of search to be adjusted from 604 000 to 8.3m, and therefore a search for celiac worth 5.9 months.
RUSSIAN English speaking
Russian English speaking gluten free search engines look for around 244 000 times a month on Google. There were a total of only 101 search terms averaged over the previous year with the profile of having a long low tail. Of the 50 terms, 14 were gluten generic terms, but only 11% of the volumes. The first two terms are:
gluten free desserts (s) (9000) and 'gluten free meals' (4800).
The highest group was actually "Specific foods without gluten, which represented 23% of the top 50 searches (54 000) and" terms celiac's also 23% of searches. From the "specific terms of gluten-free foods" in the top five were:
- Pizzas gluten free (14,800)
- Gluten Free Beer (12100)
- Gluten free cakes (6600)
- Corn gluten meal (6600)
- Gluten free muffins (4400)
celiac celiac "was dominated by 'The group is the third" which had 33 000 groups of 55 000 searches.
RUSSIA Russian-speaking
The three main groups have similar search share about 25%.
The first group was the GF specific foods that have eight terms accounting for 26% of the top 50 searches, or 93 000 searches. The two best records in this group are variations of "gluten-free food (s) 'taking 66 000 searches.
The second group was equal GF specific foods (24%) with three searches being gluten-free bread (49 500) and cake without gluten "(22,200), gluten cookies' (12100).
The group 'celiac' accounted for 24% of the top 50 searches. With only four terms, its 87 000 searches were dominated by "intolerance gluten (87 540) and "allergy to gluten (32 500).
About the Author
Original career in electronic engineering morphed into Corporate Marketing via MBA in 1998. In the Last few years I have had a strong interest in e-marketing and website optimisation. My strongest desire is to be working in the sustainability industry which causes large reductions in greenhouse gases. Save the planet, save the people, save the cheerleader … (Heroes)
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